Parent agency Golley Slater is to rebrand Northern Profile's four offices under its own name later this month. The move follows NP's acquisition by Golley Slater for around £1.5m last year (PRWeek, 13 February 2004).
Golley Slater group CEO Chris Lovell said: 'We have an ambition to become the largest independent marketing services group in the UK. Part of that is to build a regional set of services.'
He added: 'We want to create a national PR brand. We will achieve this by consolidating our PR businesses into one name.' The Cardiff-based agency is also in talks to acquire two other unnamed agencies.
NP chief executive Nick Brown, who has been promoted to Golley Slater's group management team as group communications and PR development director, said: 'The intention when NP was sold to Golley Slater was to create a truly national and regional PR giant. One clear brand is the way to progress.'
Newcastle-based NP was launched in 1994 and made a name for itself as a northern-focused PR business with expertise in gaining coverage in the national press and in product placement. It increasingly referred to itself as NP, so as not to deter southern-headquartered clients from deploying its services.
NP assisted Golley Slater's account with the Army between 2001 and 2004, providing media relations support in Manchester, Newcastle and Leeds.